5 winning online strategies for nonprofits - convio...©2009 convio, inc. | page1 5 winning online...
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1©2009 Convio, Inc. | Page
5 Winning Online Strategies for Nonprofits
Tips and technologies that boost outreach, advocacy and fundraising
2©2009 Convio, Inc. | Page
Agenda• Online Tools for Nonprofits - Overview
• The Role of Online Marketing and Fundraising
• Winning Strategies1. Leverage Your Supporter Data2. Engage More People3. Evaluate Communication Strategies4. Target and Segment5. Get Started Now
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Are you seeing the bigger picture?
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Overarching Strategy for Results
How is online different?
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Creative
Younger
Organic
Communicate
Immediate
Viral
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Winning Strategy #1:Selecting a Donor Database
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Who should we be talking to?
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How should the data be accessed?
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Anytime
AnyoneAnywhere
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Winning Strategy #2:Capture Email Addresses
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Building Email File
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www.
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Building Email File: Website Conversion
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Downloadable Materials & Other Incentives
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Winning Strategy #3:Target and Segment
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Double the response rate
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Personalization for Retention
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50% increase in retention
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Winning Strategy #4:Evaluate Communication Strategies
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Re-Thinking Email Communications
WhatWhenWhoHowWhereWhy
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Campaign Approach and Follow Up
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Message 1$1,811 Gifts
Message 2$1,951 Gifts
Message 3$2,900 Gifts
$6,912 Total, Almost 4X the initial amount
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Integrated Appeal Calendar
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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Membership Renewal
Spring Direct Mail Campaign
Newsletter
Advocacy Alert
Fall Direct Mail Campaign
Holiday Newspaper Ad
Results• Typically lift response 5-15% through integration• Also able to execute low cost web-only appeals
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Relationship Pathways
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Welcome Series
New Prospects Part 1
“Thanks so much, and by the way, you might not
know….”
Part 2
“Thanks again, and just wanted to
update you on….”
Pledge, Petition,
Ask
“Please help us by….”
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Winning Strategy #5:Get Started Now
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Assessment• How can online initiatives support my
overall goals?
• Where am I today with my online efforts?
• Take inventory of baseline numbers
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24©2009 Convio, Inc. | Page
Start Small - Grow Fast
• Walk• Jog• Run
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25©2009 Convio, Inc. | Page
• We provide nonprofits with the right tools
• We help you move beyond just storing data
• We make it easier for you
• We provide strategy and services to make you successful
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Engage with Convio
In the coming days you will receive a link to a personal website with specific information that matches your interests and needs.
For copies of this presentation slide deck or if you have any questions please email: info@convio.com OR call: 888-528-9501
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